Future-proof your data-driven marketing

The challenges of traditional client-side tracking

Traditional website tracking, which uses JavaScript tags in the browser, has long been the standard method for collecting visitor data. However, this method has several disadvantages:

• Privacy restrictions: Increased use of ad blockers and tracking protection.

• Performance issues: Multiple tags slow down page loading times.

• Data loss: Information is often lost if a user closes their browser too quickly.

• Limited control: Harder to manage data flow for GDPR compliance.

The benefits of server-side tracking (SST)

SST moves data collection from the browser to the server, offering:

• Improved integrity: Less reliance on the browser makes it harder for ad blockers to disrupt data flow.

• Enhanced security: Data is sent directly to your server, reducing interception risks.

• Better performance: Fewer browser tags improve site speed and user experience.

• Full control: Complete oversight of how data is processed and stored.

Meta CAPI: A powerful SST component

The Meta Conversion API (CAPI) allows you to send web event data directly to Meta’s platform, bypassing the browser. This provides:

• Precision matching: More accurate attribution of website visits to Meta users.

• Lower costs: Improved matching efficiency reduces the cost per conversion.

• Reliable measurement: Provides robust data to optimise campaign results.

How you can benefit from SST and Meta CAPI

To implement SST and Meta CAPI, you need a system to collect data on your server and send it to relevant platforms. This can be done by developing your own solution or using a ready-made platform. This is where we at Bombayworks come in and can make things easier for you as a company.

Successful SST implementation requires a clear strategy. Businesses should define their goals (e.g., lead generation or brand awareness) and identify key KPIs.